Michael Hendrix, a Creative Director and an Associate Partner at IDEO, leads the Boston studio. The global design firm takes a human-centered, design-based approach to helping start-ups and Fortune 500′s create new businesses, services, products and experiences. Michael’s project contributions at IDEO have ranged from counter-culture apparel to pharmaceutical drugs to meat snacks to luxury goods. He’s an AIGA Fellow and a Southerner.

The Science of Creativity. Scientists are discovering truth in metaphors. Quips like, “that’s over my head”, “her looks could kill” or “he’s cold-hearted” actually reveal connections between our physical senses and our emotional experiences. Designers regularly use this language to talk about our work, but it is only recently that we’ve discovered these aren’t subjective descriptions about what we make. They reveal deep seated human truths that become actionable design principles.

Drawing on recent university studies, real world examples and IDEO’s portfolio, Michael will share his thoughts on this emerging science and how it can help designers reignite their intuition and creativity in the practice of design.

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